Challenge: Many PCPs believed that hepatitis C virus (HCV) was incurable, which discouraged them from acting to help their HCV-infected patients. Gilead Sciences needed an HCV Awareness Campaign to help convince PCPs that they should take action now because advances in HCV treatment have made cure more accessible.

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Solution: The campaign featured shattered HCV viruses as a metaphor for cure and our call to action: Screen. Diagnose. Refer. To support the campaign we developed elaborate graphic and style guidelines that was maintained through every tactic.